Practice + Principle partners with founders to deepen their inner capacity for leading and building with applied purpose and directional clarity.

The work starts within—expanding awareness, naming assumptions, and aligning behavior with values to improve judgment, presence, and follow-through under pressure. You get a confidential, candid space and practical experiments that turn insight into habit.

We then make that inner work actionable as brand-as-operating-logic: shared language, decision rules, and simple practices that coordinate effort and scale trust. Not veneer, but how you decide, align, and grow with integrity.

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Principle

A focused set of self-authored beliefs and decision rules that anchor strategy, filter choices, and keep direction clear.


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Practice

Deliberate cadences and feedback loops that turn those beliefs into consistent action and measurable progress.

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Outcomes



Clarity of Purpose  A concise narrative and a few non-negotiables that set direction and filter tradeoffs.

Intentional Leadership  A practice that favors response over reaction—clear commitments, clean decisions, steady follow-through.

Consistent Signals  A commitment to align behavior, rituals, and communication to compound trust, reduce friction, and create room for outsized outcomes.

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Areas of Focus


1.

Values
Calibration

Identify the principles that anchor decisions and behavior.

2.   

Leadership
Presence

Build self-awareness, communication clarity, and conviction under pressure.

3.   

Decision Architecture

Design fast filters and escalation paths that reduce ambiguity.

4.    

Organizational Coherence

Align culture, norms, and incentives with the brand you intend.

5.   

Narrative
Ownership

Articulate vision and strategy in language that travels.

6.    

Behavioral Consistency

Turn values into habits and feedback loops that stick.

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About


  

Practice + Principle is the coaching studio of Atley Kasky, a former early-stage operator and advisor. He helps founders use brand as an operating system—principles, tools, and rituals that align belief, behavior, and signal—inside and out. He is currently enrolled in Georgetown’s ICF-accredited leadership coaching program, working toward his PCC credential.

As Brand & Design Partner at Collaborative Fund, he embeds with portfolio teams and partnered with founders to develop early-stage brand logic, go-to-market narrative, and strengthen decision acumen—work that helped leaders build purpose-led companies with enduring value.

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atley[at]practiceprinciple.com